Titled “Aaj Se Khilana Bandh, Pilana Shuru”, the 360-degree campaign aims to transcend beyond just creating an awareness; it will attempt to awaken every Indian citizen to be ‘the change he wants to see’ by taking a pledge not to aid and abet corruption.
The creative concept of the Lowe-created campaign is that in every situation of corruption the greater onus lies on ‘Jo Khilata Hai’ -- the person giving the bribe rather than the one taking it. The spot showcases various instances and situations where bribery works: in schools, trains reservations, traffic signals, government offices and even temples.
“Corruption is a malaise that is endemic to our everyday life. If we are to create an open access society, leverage India’s diversity, its demographic dividend, its social and intellectual capital, ameliorate poverty and work towards the progress of the masses, we must do something quick and drastic to remove corruption,” said Sangeeta Talwar, executive director, Tata Tea. “Keeping the need to address the problem of corruption in mind the Jaago Re campaign has been re-crafted to create widespread awareness on the issue of corruption.”
Besides ATL initiatives, the ‘Khilana Bandh, Pilana Shuru’ campaign will connect equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points. Further, Tata Tea will also come out with ‘Jaago Re Corruption Index’. This will aim to gauge the perception of the people on corruption and quantify it. Tata Tea will also promote December 9, which is internationally celebrated as ‘Anti-Corruption Day’, with an objective to make it into a national activity.